Chinese platform PapayaMobile is in expansive mode.

Its AppFlood discovery channel for Android gaming has been performing well, while it's just announced the integration of operator billing with China Mobile.

A good platform for its European GM Chris Hanage to talk about "What it takes to market a successful game in the free-to-play jungle?"

Speaking at the F2P Summit in London, Hanage commented that one of the industry's big issues is trying to create "a self-propelling bicycle" that will see initial marketing boosting your organic traffic until it's sustainable.

"But hope is not a strategy," Hanage said. "We have to go back to basics. That's building a great game."

Start at the start

Of course, being a marketeer, his view is that game creation, marketing and operations should be intertwined.

"Why should players care about your game? Don't mug the consumer with their first in-app purchase," he said, comparing it to a first date.

"You bring flowers to a first date. Not a pillow case. You have to gain your audience's trust to build a longterm relationship."

This is backed by research that says true fans (the new and better term that replacing 'whales') take 8 to 12 days to start spending money in your game.